This is part of the series Selling Your Art in the Modern Economy.
The most important part of selling your art these days is being able to connect with your potential customers.
This is because the customers who put your art on their walls are more and more interested in the people behind the products they buy these days. The more they feel like they know and like the artist who created the work, the more emotionally-attached they’ll be to the art. And of course, the more emotionally-attached they are to the artwork, the more likely they are to buy. Because we don’t buy things we don’t love, unless they’re utilitarian.
TELL THEM WHO YOU ARE.
Choose to market yourself alongside your art so that people who like you are naturally drawn to your art and people who like your art are naturally drawn to you – creating that emotional attachment.
You can do this partially by just taking the time to insert little details about your life and personality into your branding and marketing.
If you’re on Facebook, don’t only post pictures of your finished art with links to buy it. Post works-in-progress, behind the scenes photos of your studio, talk about your inspirations, or even post the occasional selfie.
BUT ALSO TALK TO PEOPLE.
In person and online – find opportunities to have conversations with people and recognize that they are humans and not just more Instagram followers who will hopefully buy something. Make sure your goal isn’t to convince them to buy but rather to facilitate them finding a perfect match in one of your artworks.
And probably more importantly, push yourself outside of your comfort zone.
I know many more introverted artists than I do extroverted ones. And you don’t have to stop being introverted. But you do need to recognize opportunities and push yourself to connect with other human beings so you don’t lose those opportunities. Don’t do it so often that you drain your energy, but don’t do it so infrequently that you never feel uncomfortable. Let it be a gentle push, which will be your sweet spot to keep making progress in building a personal connection with potential customers and supporters (who often get you other big opportunities that result in more sales, even if they don’t buy themselves) without overwhelming yourself and burning out.
Just make sure you’re continually letting yourself creep into your marketing and your art business will feel personal to everyone who interacts with it, building those fantastic connections that eventually result in loads of sales.